There’s not much Candace Devine hasn’t done in the music business.
From singing backup for Christina Aguilera to co-writing on Mindi Abair’s Grammy-nominated Wild Heart, the Burbank native had a solid music career in L.A. from 2004 to 2014. But nothing, she says, compares to the challenge of launching the Pure Imagination Music Festival in Prescott.
“If you’re feeling like you just wanna get in the business of music festivals, it’s really hard, and it is not a very forgiving business,” Devine says. “Being an independent festival in today’s marketplace is a stiff challenge. However, being in a smaller town, there’s this lovely community factor. I’ve had a lot of support.”
Pure Imagination is a one-day, genre-blending festival that’s hosted Wynonna Judd, The Flaming Lips and Ziggy Marley over its four-year run. Set against the rippled bedrock and stoic boulders of the Granite Dells each balmy May, it delivers a one-of-a-kind, party-in-the-park experience for around 15,000 attendees. This year’s May 17 lineup features Cheap Trick, Matisyahu, Arrested Development and The English Beat.
The festival is also a triumph of the public-private partnership model – an example of the good things that can happen when entrepreneurs and municipalities work together for a shared goal.
Devine got married in Chino Valley in 2013 and moved to Prescott with her realtor husband in 2015 to start her family and be closer to her parents. She was inspired to start Pure Imagination during the divisiveness of the COVID-19 pandemic.
“I saw people canceling their grandmas. We had so many social things happening throughout the early 2020s,” Devine says. “The festival was a reminder that people really do remember how to be together when they’re dancing and listening to live music, when they’re in an environment that welcomes everybody.”
Devine took out a personal loan to get Pure Imagination off the ground and asked the city for a break on rental fees that first year. It wasn’t until the upcoming 2025 event that she received any city funding – a modest marketing grant she’s grateful for.
“The biggest challenge in combining art and business is knowing that everything comes down to a bottom line – creatively and financially,” she says. Booking big-name acts is tough when competing with major players like Coachella or BottleRock. Devine credits talent buyer Allison Shaw with helping secure marquee performers at reasonable rates.
“It comes down to the artists who understand the value of what we’re trying to provide,” Devine says. “We do everything in our power to keep tickets as reasonable as we possibly can.”
Ticket prices range from $125-$180, with free entry for kids younger than 10 and optional camping packages. It’s all part of Devine’s mission to keep the event accessible – even if it doesn’t make her rich.
“I’m sure my bank account would tell you I shouldn’t do that,” she says with a laugh. “I just have a staunch belief that something that comes from a creative space, although it absolutely warrants a price, it should be accessible.”
While Devine says she’s just breaking even, the festival’s economic impact is clear: A recent report from the City of Prescott estimates $2.25 million in local economic activity over three years. Devine hopes to eventually expand Pure Imagination into a weeklong event with arts programming and local business involvement leading up to the music.
Because ultimately, she says, it’s not about profit – it’s about connection.
“Come up and give us a shot,” Devine says. “You’re not just supporting a female-led, independent festival – you’re supporting a movement of joy and kindness.”
– Niki D’Andrea
Like Love Matchmaking
Fed up with dating apps? Phoenix entrepreneur Kristina Swift empathizes, which is why she founded Like Love, a modern matchmaking service. Eschewing the noncommittal connections of hook-up culture, Swift’s service caters to men and women seeking serious, long-term relationships. With a thoughtful vetting process and accessible pricing, Like Love aims to deliver personalized matchmaking through detailed discovery calls and curated social events. “Our mission is simple: to help singles move from like to love – one authentic social interaction at a time,” spokesperson Kassy Rosewitz says.
– Aleah Steinle
Camera Ready
Fans of America’s Next Top Model and Project Runway will devour Camera Ready, a podcast that peeks behind the curtain of the fashion industry. Former model Sheree Hartwell – now the head of Scottsdale’s Ford Robert Black modeling and talent agency – invites a range of industry professionals to discuss topics surrounding fashion, modeling and entertainment. In candid and enlightening conversations, Hartwell shares personal stories and provides unique insight from her more than 25 years in the biz. Catch the podcast on Apple Podcasts, Spotify or Audacy. For the latest drops and behind-the-scenes moments, follow along on Instagram @camerareadywithshereehartwell.
– Aleah Steinle
